they're still using the opiates that they used back in the 1800s, right? >> yeah, it's interesting, morphine is still the main way to get pain reduced. using something that's not a drug is a paradigm shift. >> reporter: we found it hard to believe that a virtual reality of snowworld could work so well, so we asked to try it ourselves. in order to demo snowworld, are you going to put me through a range of pain. >> we'll do something tolerable. >> reporter: they attached something to my foot and made it hotter and hotter. at 116 degrees, it felt like stepping on burning hot pavement for 15 long seconds. >> how much time were you thinking about the pain? >> reporter: for most of the time, i think. >> reporter: then they applied the same amount of heat but this time while i was playing the game. my son would be a genius at this game. ooh, i got him. but before i knew it, they stopped me. >> are we done? is it over? >> how would you rate your pain that time? >> reporter: i think it was actually interesting. putting the headphones on really shut everything out.